E-Marketplace Acceptance and Use by Millennials for Business Start-Up

Abstract

By the year 2025, Millennials are growing up to 75% of the global workforce, their entrepreneurial mindset will likely shape the workplace in the coming years (Sox et al., 2014). Millennials asses entrepreneurship as an appealing life path. As a digital generation, Millennials are as well as familiar with the internet based business platform namely E-Marketplace. E-Marketplace are growing gradually, becoming the prominent players in several industries due to the economic efficiency, decrease the margin between price and cost, and ease complicated business transaction (Feldman, 2000). It has created favorable business opportunities for Millennials who are interested to choose entrepreneurs as their career path. However, there is limited study which specifically investigating the intention to use the E-Marketplace for business startup among Millennials. Therefore, the focus in this study is to examine factors that influence the acceptance and use of E-Marketplace for business start-up. The conclusion of this research is partially, performance expectancy, social influence and facilitating condition have significant effect on the behavioral intention to use E-Marketplace for business start-up. Meanwhile, effort expectancy is insignificantly affecting the behavioral intention to use E-Marketplace for business start-up. Furthermore, simultaneously performance expectancy, effort expectancy, social influence and facilitating condition have significant effect on the behavioral intention to use E-Marketplace for business start-up.